Sophia Vu

Sophia is a data and business analyst, specialising in digital analytics and tagging. In her spare time, she enjoys working on her music skills and enjoying nature.

Read Sophia's articles below.

Why data layers matter

A well-built data layer turns noise into insight, powering attribution, faster decisions, and scalable performance.

Privacy reform & AI risk

Australia’s proposed dual-track privacy regime will raise compliance stakes for advertisers and AI players.

GTM updates

Get the details of Google's automatic update coming to Google Tag Manager containers on 10 April.

GA time metrics

Deep dive into Google Analytics' time metrics to understand how they translate to user behaviour.

Extract UA data now

Businesses that need any data from Universal Analytics need to extract it now.

Google signals removed

Find out what the removal of Google signals from the reporting identity in GA4 means for you.

GA4 reporting identities

Understand GA4’s reporting identities to get the most out of your analysis.

User ID in GA4

Learn all about User ID in GA4 and how you can use it for more accurate reporting.

Sending User ID to GA4

Learn how to use Google Tag Manager to send User ID to Google Analytics.

Google Signals in GA4

Google Signals allows you to track users across multiple devices. Find out what activating means for you.

HTML meta tags in GA4

Why meta data is important for SEO and how you can leverage it in GTM and GA4 for more detailed site analysis.

Client ID in GA4

How to extract and pass Client ID to GA4 and Data Studio as a custom parameter.